AD Agencies
PVR-INOX partners with Khushi Advertising to boost cinema advertising
Mumbai: PVR-INOX, India’s largest film exhibitor, secures a strategic partnership with Khushi Advertising Ideas Pvt. Ltd (KAIPL) to revolutionise cinema advertising in South India. This collaboration capitalises on the growing demand for cinema advertising, with the market Ad-Ex projected to grow by 12 per cent this year.
With over 20 years of experience, Khushi Advertising is known for its innovative campaigns that reach consumers across 35 cities through a dedicated team of over 250 professionals. The five-year contract appoints Khushi Advertising as the exclusive ad-sales affiliate for the South India market, aiming to manage cinema advertising sales effectively and enhance PVR-INOX’s market share.
The partnership reflects confidence in cinema advertising’s future, which saw a remarkable growth rate of 36 per cent last year. According to PVR INOX, CEO – revenue and operations, Gautam Dutta, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11 per cent of our total revenue, but post-COVID, that contribution dipped to around 7-8 per cent as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership.”
Khushi Advertising Ideas Pvt. Ltd., CEO, Vishnu Telang highlights the remarkable growth and universal appeal of South Indian cinema, stating, “The South Indian film industry has experienced phenomenal growth, with blockbuster hits like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fanbase. With highly anticipated releases such as Vettaiyan, Kanguva and Pushpa 2 scheduled for this year, 2024 is set to be the ‘Year of South Movie Dominance.’ To leverage this momentum, we are excited to announce our strategic partnership with PVR Inox, which will significantly expand our advertising footprint in South India. This collaboration allows us to tap into a dynamic audience through highly impactful advertising campaigns linked to our diverse lineup of films, creating lucrative opportunities for brands to engage effectively. At Khushi Advertising, we excel in providing integrated OOH solutions across India, utilising specialised venues such as malls, airports, and corporate parks. Our strategic focus on maximising brand visibility ensures that we craft compelling campaigns that resonate with audiences in vibrant environments. Together with PVR Inox, we are poised to enhance advertising revenues and deliver your message directly to your target audience, no matter where they choose to engage.”
Khushi Advertising Ideas Pvt. Ltd., director, Pranay Shah stated, “We are thrilled to announce our strategic partnership with PVR INOX, a leader in the cinema exhibition industry. This collaboration aims to revolutionise cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment. As cinema attendance continues to rise, we anticipate that this collaboration will not only enhance brand engagement but also drive significant growth in advertising revenue for both Khushi Advertising and PVR INOX. Together, we are committed to setting new standards in cinema advertising and creating memorable experiences that leave a lasting impression on audiences.”
AD Agencies
ABBY Awards 2026 names Rajdeepak Das, Khazanchi, Ramaswamy jury chairs
Top creative leaders to steer judging across film and direct categories
MUMBAI: The Ad Club has announced the appointment of three of India’s most prominent creative leaders as jury chairs for the ABBY Awards 2026, powered by The One Club.
Rajdeepak Das, chief creative officer, South Asia, Publicis Groupe and chairman, South Asia, Leo Burnett, will chair the AV Film (TV) category. Ashish Khazanchi, managing partner at Enormous, will lead the AV Film (Digital and OTT) jury, while Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, takes charge of the Direct category.
The trio brings a mix of creative firepower and industry experience to the judging table. Das is known for blending creativity with technology to solve real-world problems, with landmark campaigns such as Whisper’s “Touch the Pickle” and “Missing Chapter” helping reshape conversations around menstrual health. His work has earned top honours at global platforms including Cannes Lions and The One Show.
Khazanchi, meanwhile, has built Enormous into one of India’s leading independent agencies. Best known for creating Tata Sky’s “Jingalala” campaign, he has played a key role in shaping brand narratives for both legacy companies and startups, picking up hundreds of awards along the way.
Ramaswamy’s appointment rounds off the leadership trio with a strong focus on culturally resonant creativity. Her campaign “Ink of Democracy” became one of the most awarded works globally in 2025, earning multiple honours across Cannes Lions, Clio and Spikes Asia. Over the years, she has built a reputation for work that not only wins awards but also shapes public discourse.
The appointments come as the ABBY Awards continue to sharpen their global positioning, with backing from The One Club adding international heft to the platform.
The awards will be held during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together the industry’s top creative minds for what promises to be a closely watched showcase of ideas.
With heavyweight jury chairs in place, the stage is set for a high-stakes celebration of creativity where craft, culture and commerce collide.
